For years, shaving was treated as a purely functional task, squeezed between a quick shower and the rush to get out the door.
But lately, the routine is being reconsidered. Where once there were only disposable razors and supermarket foam, there is now choice, intention and even a sense of calm.
In the growing landscape of skincare, body care and wellness, shaving has found a new place.
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Beauty brands, particularly those founded by women, are transforming the category, turning an everyday chore into something more personal and considered.
From soft scents to sensitive-skin formulas and beautiful packaging, these Australian-led brands are making shaving something you might actually look forward to.
1. Florie
Florie’s minimalist branding and warm, dessert-inspired scents are the first clue that this brand is more about care than maintenance.
The Silk Shave Cream ($19.99) blends pistachio and caramel with gentle, skin-loving ingredients that reduce the risk of irritation.
It pairs seamlessly with the Florie Razor ($29.99), which features a sleek stainless steel handle and easy-to-replace blades.
Every detail is designed to feel personal, from their sensitive-skin-safe formula to the subscription model that lets you order based on how often you shave. Vegan, cruelty-free and made in Australia, it’s a brand made for modern routines.
2. Vivre
Vivre launched in 2023 with a strong following and an even stronger sense of design, The Premium Razor Kit ($29.95).
Their weighted, stainless steel razors are fitted with five sharp blades and a soft rubber grip that won’t slip mid-shave, even with wet hands.
Built for full-body use and made with sensitive skin in mind, each blade cartridge is lined with a vegan, hydrating strip to reduce post-shave dryness.
The brand has recently undergone a refresh, but its focus remains the same: build tools that feel good to use, look great in your bathroom and last longer than the average drugstore razor.
3. Gem
Known for its pared-back, skin-friendly formulas across toothpaste, deodorant and sunscreen, Gem has added shaving to its growing wellness lineup and it’s as gentle as you’d expect.
The Skin-Loving Shave Kit Razor ($20), available exclusively at Coles, is infused with hyaluronic acid, aloe vera and vitamin E.
Paired with the Skin-Loving Shaving Gel ($10), which foams into a purple cloud and comes in vanilla and coconut scents, it transforms the process into something almost meditative.
By bridging the gap between skincare and grooming, Gem is making thoughtful self-care available in the most accessible place: the supermarket.
Want to go one step further? These elevated kits are for you
If you’re looking to trade up your usual razor for something more sustainable and design-driven, a few cult favourites are worth exploring:
- Aesop Double-Edge Razor ($107): Hand-polished with a chrome-plated head, this is as much a design object as a grooming tool.
- Nära Starter Kit ($85): A matte gold safety razor set available from Adore Beauty, complete with blades and balm.
- billie Razor Starter Kit ($10): Everyday shaving essential subscription service, choose monthly, two or three month delivery for a fresh shave.
Shaving might not be the first thing that comes to mind when you think about wellness.
But in slowing down, choosing products that feel better, work smarter and look beautiful, a once forgettable routine becomes something else entirely.
A moment to pause. A form of care. And maybe, even a small act of joy.
